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TV Guide Network’s Mobile Spa

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Objectives:

Drive awareness and tune-in for TV Guide Network’s new original series, Nail Files, through a promotion designed to drive affiliate engagement and consumer interaction.

Tactics:

TPE developed a mobile spa that traveled to eleven markets giving consumers the opportunity to enjoy free, 15-minute mini-manicures and in select markets, meet the star of Nail Files. The mobile spa was supported by Affiliate and Consumer Marketing, Press and Talent to help amortize costs and increase the promotion’s reach. Show-themed giveaway including nail files, water and fans were given away and comprehensive press coverage generated enormous series awareness.

Results:

The promotional tour established Nail Files as a break-out show for TV Guide Network with a premiere that resulted in 252,000 total viewers, making it the highest-rated original series debut in the history of the network.